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During the recent Spanish cycling tour, the squad faced multiple interruptions as Palestinian-supporting demonstrators staged protests against Israel's military campaign in the Gaza Strip

Team officials characterized the recent period as "an incredibly difficult period" but recognized "the need for transformation"

"With strong dedication to our cyclists, staff, and valued partners, the decision has been made to rebrand and restructure the team, moving departing from its current Israel-linked branding"

"In sport, progress often demands compromise, and this step is essential to ensuring the future of the team"

Squad History and Structure

Israel-Premier Tech team, which features several British cyclists among them four-time Tour de France winner Chris Froome, is registered in Israel and controlled by Israeli-Canadian property tycoon Sylvan Adams

Originally established as Israel Cycling Academy in 2014, the team has been supported by Canadian company Premier Tech since 2022

Recent Events and Demonstrations

Throughout the 21-day Vuelta, multiple demonstrations and interruptions took place, primarily focusing on the involvement of the Israel-Premier Tech

Halfway during the competition, the squad ceased using their full name on their jerseys

The last stage of the race around Madrid was cancelled following Palestinian-supporting protests that caused scuffles with riders and obstructed the route in multiple places

Recent Changes

Within the restructuring, team proprietor Sylvan Adams will step back from his day-to-day responsibilities and will no longer act on the squad's representation

The sixty-six-year-old entrepreneur has been strongly linked with the Israeli administration and has previously described himself as a "unofficial ambassador to Israel"

International Reaction

International professional cycling governing body the UCI has stated it will continue to accept Israel-based competitors at its competitions despite demands for sporting boycotts

Following UN investigation conclusions that declared Israel has performed genocide against Palestinians in the territory - a claim that Israel rejects - there have been increasing demands for the nation to be banned from global soccer tournaments

Background of Conflict

The Israeli defense forces launched a campaign in Gaza in reaction to the Hamas-led attack on southern the country on October 7th 2023, during which approximately 1,200 individuals were murdered and 251 others were taken hostage

Based on data from the territory's Hamas-controlled health ministry, at least 67,139 individuals have been killed in Israeli military actions in Gaza since that time

Analysis: Corporate Branding Considerations

The choice represents a significant acknowledgment by the team and its owner Sylvan Adams that the presence of Brand Israel is creating discomfort in environments such as professional sport

Adams' involvement in Israel's politics is widely recognized, though not formally designated

This squad began largely due to Adams' passion for cycling, and belief that the activity can unite communities more united in regions of the world distant from its continental heartland

Regardless of some major cycling tour leg victories, Israel-Premier Tech has found the pace challenging to maintain at times at the top tier, and cannot afford to jeopardize financial backers such as Canada's agricultural chemical experts Premier Tech

As a billionaire businessman, Adams recognizes that corporate image is paramount